Research article

A STUDY ON THE INFLUENCE MECHANISM OF TOURISTS' CULTURAL PSYCHOLOGICAL FACTORS AND PRO-ENVIRONMENTAL BEHAVIORS IN CHINA

Liu Jinguang1; Jacquline Tham1; S. M. Ferdous Azam1;

Online First: November 15, 2022


With the increasingly prominent environmental problems brought about by the tourism industry, the pro-environmental behavior of tourists has been the focus of many researchers, but few studies have been conducted using lake tourist destinations as cases. Culture can influence the attitudes and behaviors of members of society by forming norms. However, despite its importance, our understanding of how cultural psychological factors influence pro-environmental behavior in China is still limited. For this reason, this study selects environmental concern, face culture and collective culture as the cultural and psychological factors of tourists to explore the mechanism of their influence on pro-environmental behavior. This paper takes tourists from West Lake in Hangzhou as the research object, and uses AMOS software to conduct model analysis on 382 valid questionnaires and finds that: environmental care, face culture, and collective culture of the cultural factors have positive effects on pro-environmental attitudes; collective culture can not only significantly affect pro-environmental behaviors, but also can influence pro-environmental behaviors through pro-environmental attitudes; pro-environmental attitudes have a direct and significant effect on pro-environmental behaviors. Based on these findings, we suggest that the managers of lake tourist destinations can promote tourists' positive environmental protection behaviors, by enhancing tourists' love and compassion for animals and plants, designing environmental tourism collective projects for family members, class students, couples, friends, corporate employees and other tourists. Tourists' awareness of environmental care, collective awareness and face awareness, so as to improve tourists' environmental protection behavior.

Keywords

: pro-environmental behavior; cultural psychological factors; pro-environmental attitude; tourists